Perspectives on intercultural advertising and marketing

As organizations and companies actively market and advertise products their services and products beyond borders, both advertisers and marketers comprehend and better predict culturally-rooted consumer behavior throughout the world. Concentrating on cultural, social and psychological aspects of these behaviours, intercultural marketing and advertising nowadays make use of and bring together both academic research and examples of advertising and marketing practice in inter- and cross-cultural environments.

The main objective of this paper is to underline several perspectives on intercultural marketing and advertising, as fields of research, training and practice. We also aim to emphasize the relationship between the two concepts: “intercultural marketing” and “intercultural advertising”.

Our analysis aims to show the modern evolution within the field of intercultural marketing which many researchers (Beveridge, 2020, Copus, Carnogursky, 2017, Icha et al, 2015, De Mooij, 2015, Fischer and Poortinga, 2012, Munson, 1984) regard as a combination of two phenomena or concepts – marketing and culture. Our paper tries to provide the theoretical definitions for the two notions while at the same time showing how marketing communication strategies nowadays direct towards cross-cultural advertising and intercultural marketing. This also allows us to explore several perspectives on intercultural marketing and advertising rather than favouring one perspective by overlooking others.